We caught up with the brilliant and insightful Asha Spacek-Hobbs a few weeks ago and have shared our conversation below.
Asha , appreciate you joining us today. Let’s kick things off with your mission – what is it and what’s the story behind why it’s your mission?
If a brand/business/talent invested $500 or $500 million dollars, it is one of my missions to bring out the best in them, to tell their story with the intent of short and long-term return. Many businesses and careers are set up improperly without strategy- hence they fail in the first 5 years. Another mission is for me to be that genuine voice behind-the-scenes to listen to you, watch, and take in the strengths and weaknesses, without judgment, yet with decisiveness, kindness, and a balance of truth and delusional faith, deliver the blueprint {strategy} that God has given me to present to them/their team.
Moving forward, I can only work with clients who will let me do my job
It is additionally part of my mission to trust that the wacky ideas do not actually come from me- they come from the Lord- so I need to trust him and not lean on my own doubts or understanding. If executed timely, it WILL WORK! Even prior to responding to this [interview] question, I had to remove myself from what I needed (for myself in return) so that I could provide an authentic and obedient answer.
I literally jumped in the shower, and I asked the Lord: “what do you want me to say is my mission- what do you want people to know about working with me, so that it makes sense why I am so passionate…, so ‘married to’ every brand/talent I work with?” It has taken me years of balancing and learning this creative and spiritual walk- but now, I too, understand. I am just as passionate, concerned, hungry and determined to make my client’s brands successful as they are- sometimes more, which is why it can become combative- some people do not want to be successful; They want to simply say, ‘look at me trying!’
I now understand, when the wrong clients come across my path, it is part of God’s mission for me to avoid being hurt and wasting time or his ideas- I MUST remove myself from such energy. I must preserve my energy (and his ideas) for clients “who get it.” If I am not obedient to this professional and spiritual mission, it could taint the blessing for that person, and possibly for me.
It is a lot to unveil, but if I do not help start-ups, biz owners, talent (actors, models, designers, music artists, hair/muas, photogs) and entrepreneurs realize the importance of brand strategy at conception, or at the time of a much-needed re-brand, more than likely, they will fall to a business/service just like theirs, who grasp this concept. Prior to any reveal made public, I should be helping [them] to create the blueprint/strategy for their brand identity, brand awareness, brand collateral, brand experience (consumer, b2b & staff) and their overall storytelling to leverage for pre-launch, post launch, and how to leverage everything created for long-term opportunities, multiple streams of revenue, ROI, engagement, loyal retention, positive online reputation and community outreach efforts for years to come.
Asha , love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?
Sandra Doghmi, owner of ‘Red Carpet Concierge’ Magazine, once said in a write up [tagline] for me, as well as an award she handed me in front of our media peers with her seasoned salt colored hair, and decades of media and hotel hospitality experience (I recall being so bashful and slightly embarrassed)- “It Happens with Asha!” I’ll be honest, I never truly knew what that meant until now actually- as I sit and meditate on what to say in this section without sounding pompous, haha! Because in confidence, and resonation- I can do so many creative & professional services to tell your brand/talent story- to make you an industry authority, additionally offer personal insight so you don’t give up along the way, empathy when no one else believes in you, and curation of unique experiences that will have people talking for decades to come- for talent, a brand, businesses, service providers, even non-profits and wellness leaders based on their goals, where they are mentally in their career or business, depending on their budget, their team (1-1,000), their confidence and belief in themselves- I have learned some people I must be a brand strategist only- and back away- remove myself thereafter, and that’s okay! While for others, I need to trickle out bits of their brand journey as they can handle, and I must align myself with them long-term as a brand manager, and not share too much of the vision, or it will overwhelm them, so just gradually keep them excited and build their resources and team, and present a new aspect as an exciting journey, as they complete each step successfully -but more so, emotionally.
I don’t have fear in my work. I am not easily intimidated by the size of the client, the budget, or the guest size (5 guests or 5 million, I’m alright), because I simply feel this is what we are supposed to be doing, and how we are supposed to be executing it. It may or may not make sense to others, but I can already envision the outcome- the return if you just trust!
For cohesion, and/or to save money, I am a creative director for a photo ad campaign, editorial, book or magazine cover, & throw in wardrobe stylist, based on initially being their image consultant that created a makeover look to make sense of the type of fanbase you needed. Everything is created with the intent to attract your demographic, market, content, reviews/referrals, to you!
Basically, I help bring out the best in people, brands, businesses, even non-profit organizations. How ever they need to tell their brand story, increase sales, awareness, community outreach, etc, I am here to curate produce/direct, cast others to make the blueprint strategy come to life by deadline, and within budget! One day I am an event producer to launch, showcase, make a spectacle, invite media or influencers, pop-ups, whatever they need to attract client and their industry support. One day, I am a website designer (my least favorite, btw, haha), or just a copywriter to rewrite your site bio, one sheet, about us, or social media pages. For elevated talent or brands who we have finally accomplished the foundation/brand identity- or they already have the brand basics when we meet, then we move into the authority spot. I can fully produce podcasts/LIVE radio, edit audio sweepers/jingles/spots/commercials, I can book, or interview guests, I can even work the mixing board (also my least fav). Or, you may need a blog. I can write, edit, interview, contribute pieces on your behalf- and yes, I have contributed to a range of business, fashion, music, and lifestyle publications for more than ten years. If you are a brick-and-mortar (say, a hotel or restaurant) then every detail- your menus, restrooms, decor, staff wardrobe, venue lighting, the music played- it all…absolutely resonates and reflect the guest experience and if they will return, refer, and how will they identify you in their head! Unfortunately, many owners/managers still think this has no impact, and there is no place for my meticulous nature. This is incorrect in today’s age. You must evoke emotion and storytelling for every single guest. Singles, families, travelers, media, business people, locals who saved up, disposable income guests- each of them, matters! I must help you cater to them, without breaking the bank, but properly- so we don’t have to reinvest over and over again. It is necessary. It is relevant.
If there is something I can not do myself, I will say so, but share my vision for you, for it, and ask that we hire/cast someone based on “our” brand needs. If you need interview coaching for red carpet interviews, or maybe I take you to events and dress you, share your talking points, help you draw people to YOU so that there isn’t much need for introduction, but you attract guests to you! I often have guests walk up to my talent, or myself, and ask, “who are you- or what do you do,” by which I will always introduce my client to that person as priority. I can help you learn your “angles” for posing for photos regardless of you standing on the right, the center, or the left side of others- if it is a selfie or pro camera.
I can script your demo reel or brand video. If you’re a music artist, I can creative direct a music video, or a fashion film.
I started in fashion. Helping others tell their story has always been the heart of how I got started. I was helping my designer friend produce an underground fashion show (we used to bartend together). Despite being a start-up brand, I suggested based on his graphic tees, we style the models with a rockstar edge, and how about we have a rockstar looking artist perform LIVE -yes, in the dark-lit club. Models of multiple ethnicities- latin, arabic, european, black, etc took to the fun platforms and looked amazing. What a phenomenal high!? Morphed out of this, was my desire to start a model agency. So I did. I barely knew what I was doing on the biz side, but I had an eye. I was able to makeover, develop, train, and influence the market, with no formal training- just intuition. My friend came back and asked to hire “my models,” for his ad campaign. He also asked for my help on set.
I didn’t even know/understand what a creative director was- but I became one that day! I could see the final print version of his ad in my head- I just needed to convey to the photographer. I posed the models to paint the picture. The visual and stunning edit in post made it look like a super edgy Diesel inspo or Guess vibes ad. My friend ended up selling out his line in Los Angeles (from the midwest), then moved to Asia. He duplicated the system and off he went- successfully. He returned the favor (as he doubled as a web developer) and helped me code my agency website. There were no templates back then.
We literally sat side by side using white xerox paper and me telling him how I wanted my tabs to look, how I wanted flash to load super quickly, how I wanted tons of video, images, and interaction- this was in 2008/2009. We integrated pages for each model to post behind-the-scenes images, to leave videos presenting themselves, and so much more. Again, in 2009 by the time of completion. To me, this just made sense to draw your audience, and help clients trust my talent (eventually expanded to artists- muas, photogs, designers, etc). The amount of turn around time, editing, money needed to sustain back then was too hefty for a one woman show- with what you can do on apps TODAY, it would have been another world to succumb!
After dissolving the company because let’s face it, Chicago is not an ideal fashion market, and we had reached the peak for a local commercial market management. The major news segments & media support, we had earned. The major convention shows- booked. The local magazines, the annual philanthropic galas- booked & booked. Designer look books, e-commerce and boutique fit models…booked! Festivals and club events, celeb appearances, booked. I wanted more. I wanted to capitalize on the international creatives I was chatting with for years on Whatsapp and Wechat and starting to appeal to- but no one wanted to go with me on this journey. So I went back to bartending, took freelance creative jobs that flew me back and forth to Los Angeles, and eventually relocated. I never fit in in the midwest, and once I moved to LA, I realized why!
I then said, its time to study more, so I can help bigger clients! I began working for big production companies- I wanted to see how things were done with a budget of multi-millions, with thousands- not hundreds or a few grand, how I was working with self-funding or startup clients with no budget. Around this time, I started working with a music artist from Sweden and it came to me! Apply everything I learned about models to music artists. Make musicians look, walk, talk, and create their digital brand image the same way you would a model, and this will open so many doors to other streams of revenue, awareness, fans, and beyond. I was up to two to three artists- all different genres, all totally different looks. And this method still applied. One mistake- I should have tied these musicians to my contacts [then] in Australia, in Italy, in Dubai, in London, etc, etc, but again- I was a novice and ‘testing’ these theories. Now, I know, it could have worked. I should not have doubted myself, but I was not as spiritually guided [then] as I am today! That is why it is very helpful to allow, or integrate faith with creativity, as long as it does not dangerously block or hinder you from doing what is best for your client. I can be in a room of hateful or righteous, and still prevail.
I began to tell them to sign up with agencies so they can get monetary return I could not get them at the time, because I was still green to the business side of the music industry. So my lack of confidence caused me to give up on all the rights, just because I maybe felt I did not know 1 or 2 things. I felt I was doing them a disservice, and when some of them promised to “take care of me,” in return with their earnings- because lesson number one, I never charged them for years of brand/image development, styling, shoots, web design- none of it! It was training for me. When not $1 was shared from those earned commercial checks, publishing deals, etc, I learned the hard reality of CONTRACTS.
I shifted to chasing big productions because I loved being behind-the-scenes: (fashion weeks, EDC music festival, LA Pride, tv show productions, hotel resort tradeshows for major commercial clients, etc). I just wanted to get booked as a production coordinator, even a volunteer when I had to). I went to media school in-between this and fell in love [surprisingly] with radio. I guest interviewed (co-host & primary host) over 100 guests within a year as a novice. TV show contestants (The Voice/American Idol), TV show actors for season premieres like ‘The Blacklist,’ industry experts on trending topics- I would take the early morning and weekend spots to interview guests that others did not want to deal with or could not handle the small window of prep time. I loved it!
Being onset of a photo shoot, or a fashion show, a tv production – it all gives me so much joy, warmth, and beauty- I can hardly contain my tears! And when the client sees the final product, and it exceeds their expectations, I feel like a millionaire. When I see photographers excited and proud of their work again after shooting mundane items over and over, I feel so honored. I am totally God-taught, not self-taught. I had to leave my college scholarships and grants for journalism behind, escaping my first abusive marriage with my then 2-year-old son; life became my teacher, my journey.
I never want the feeling I have for helping others succeed and giving back (esp to women) to end. So, however, I can be part of a creative team, a brand, a board, etc, I am in. I have worked in and out of hospitality (as a server, bartender, hostess, manager, even a floater); concerts, museums events, weddings, world tours, celebrity grand opening properties (Pacific Palisades) and beyond. I have had some regular jobs in distribution, sales, marketing, retail, etc, but I always find my way- and love, back to this- whatever, this is! I have learned to finally accept, I am kind of a nomad. I moved from Chicago to Los Angeles, LA to Philadelphia, Philly to Miami, and now back in PA. My heart and soul is wherever it needs to be at that moment, for that opportunity. My goals are global travel with/for clients this year.
I am working on my website- I need to resurrect my own presence any day now (ashasangle dot com). I have (4) outlines for various businesses that will seamlessly feed one another. Event pop-ups, social clubs, and a national industry occasion that will make an impact, non-profits, e-books- I have a vision for it all, I need the right team, and investors- big investors, to bring it to fruition. With all the lives I have lived, the things I have heard and seen, and with the guidance of God, I know, this will come to pass. There is a broader reach to help, even save some talent and businesses, that is part of my assigned mission before I leave this earth. I just need to find them, or them, me, so I’m grateful for features like this, for that possibility, ty!
I just separated from my third husband- so my creative freedom has reopened. I have two boys! One is 28 years old, one is 17 months old. My intent is to have a travel baby as I service my clients, projects, and [eventual] businesses. Exposing children to various cultures, experiences, dining out, hard work, love/peace, creative integrity, music, fashion, giving back to others, being a testament of God- all of it- is the way I want to live the rest of my life on this Earth! I have a youthful and an old spirit, and I forget everyone’s age shortly after they tell me, so I never use it against them or industry. I design based on potential, not expectancy.
And lastly, for those that care, I’m a Gemini!
To be continued…
Let’s talk about resilience next – do you have a story you can share with us?
Someone on my team tells this story better, but the gist of it is: We were backstage as fashion show production support- when I was only ‘officially’ hired for casting models and hairstylists, however I was very close to the actual producer, and they asked for my help day of. As most productions, it can become overwhelming, often depts do not show up or lack of volunteers, or something, plus with my experience, they asked me to jump bts to assist where additional styling was needed, and to help hair and makeup transition into scene looks more seamlessly. This show was not like massive productions where you use one model per look; my models were developed and often used to wearing three to seven wardrobe changes per show- without break- to help keep costs down, plus as new faces, they needed multiple looks for their books.
I had gone to the head makeup person and kindly asked with decisiveness if she could do a makeup touch-up, plus blend the shadow under the eye a bit more, plus smudge out the crease color so that it would photograph better on the models, especially so that the more fair models did not look washed out wearing such vivid gowns. I had brought our own photographer to the show to capture our girls and guys as I learned not to rely on clients to deliver usable images for management. The makeup artist had a friend- or someone, who jumped in and began verbally attacking me (neck and finger moving haha), and I blocked many of the nasty words (including profanity) she uttered, but now I just laugh as it was so extreme for the situation. My apologizing and explaining my mere reasoning, plus that I had permission to act in this way, seemed to upset her even more. She became even more irate and unprofessional. We are surrounded by designers, clients, hair, models, production, cameras, media, buyers, etc and like the aftermath of a storm, everyone’s faces, and energy just looked startled and very grim.
I ran to a male model, hairstylist and my spiritual friend and told him privately what was going on. We both agreed to gather all of our people, and we took to the middle of the backstage area, we locked hands, and we just began to pray in a circle together. He asked for peace over the situation and strength for our girls to fight against this energy. I reminded the girls that no matter what, they have a job to do once on the runway- that the guests do not and should not know what is going on- to be professional, and once they were done to kindly exit, and that I thought they were wonderful, beautiful, and I am proud of them. I asked them to remain kind, but silent about the situation and trust it will calm. I assured them that they should not allow anyone to steal how stunning they looked, and the hard work and training they had put in to get there.
They were so calm, confident, and beautiful that night on stage, that I cried!
Learning and unlearning are both critical parts of growth – can you share a story of a time when you had to unlearn a lesson?
I really had to learn/unlearn that if you want your business/service to grow/scale, as well as have an eventual sense of work life balance, you can not wear too many hats! Yes, its adorable and its a natural-high to be like ‘oh, I am doing so many things, no one can do this or that, like me,” but eventually, you will unalive your own productivity and scalability, as well as value, if you don’t get a grip and delegate early. Everyone is good at something. I don’t care if one person is responsible for taking out the trash and keeping your aesthetic beautiful, sanitized, and smelling great, let that person take care of it! Have a quality control and accountability process in place, however, as the owner, do not stress about that PLUS all other things each day. I did this!
Stressing about the flowers on the tables, candles in the restroom, or a scent I wanted everyone to experience, or handling all the gift bags personally prevented me from doing things like getting dressed after my own event productions; and with not feeling comfortable mingling in my sweats, ball cap, and keen sandals, I omitted this benefit altogether, and probably missed a lot of return business for me and my talent. Today, I would either know to allow enough time for a wardrobe change, OR I would proudly network in my bare face, sans heels, or even my blown out hair- flat & not styled, with a huge smile on my face, because I earned every bag under my eye, every broken nail behind-the-scenes, and I would be certain they got my ig tag, to show my smiling tired face attached to my work.
I’ve also experienced others taking credit for events, talent showcases, and development systems I created, because
Back in the day, I was groomed to think that if a ‘black face’ was attached to the body of work, I would get labeled as a black business only, and not be invited to work in mainstream or other cultural/race spaces; so to not hurt my creatives, I removed myself- and yes, they often got level playing field opportunities- even replaced contracts that once belonged to major model agencies. Because not many knew who the owner of my boutique agency was at the time. It received leading opportunities because we were becoming known for having industry standard talent that was diverse. 5’9 to 5’11 female models that were Asian, European, Black, Caucasian, Indian, Mixed-race & other races- that were well spoken on camera, walked well, in good shape, on-time for every gig and casting, youthful, and willing to promote their clients. In the pre-instagram era, this was golden! I was developing talent to be ‘influencers’ before it was a thing. They also posted behind-the-scenes content, and often purchased from the brands they modeled.
This tiny little office with no furniture or decor in the suburbs, with a black female creator (usually I do not mention race, but feel it is a relevant part of this backstory), was the one pumping out these multi-million dollar “looking” fashion shows, art & entertainment showcases, fundraiser collabs with major non-profit boards, private member clubs, and making over and developing talent to grace runways and covers that other agencies passed on. Perhaps they weren’t willing to invest time into branding them to be marketable and bookable, but it was sort of a ‘niche’ for me! Eventually, I dissolved the company, because many of the talent did not want to travel abroad eventually, nor did they understand it was part of my job to filter their online posts of inappropriate or bad image behavior- so a few of them {in retaliation} drafted lies about non-payment which really broke my heart, especially when so many times I actually forfeited taking a commission when they just started out, or if it were going to be a small amount. Becoming too emotionally vulnerable and heart broken when you know you are a caring and genuine person, is another lesson I have been learning for the past decade, haha!
Same mistake once again caused me to overlook the fact that an
The first few years, of course, you may want to be all-in and heavily involved- but eventually as you will want to date, gain a spouse, have children, go on vacation, if you never set up your business/brand to breathe without your pulse 24/7 & 365 days, you will eventually burn out and lose many people in your life! You have officially become a slave to yourself- you are not an entrepreneur or business owner.
Contact Info:
- Instagram: https://www.instagram.com/ashasangle
- Linkedin: https://linkedin.com/in/ashaspacek/
Image Credits
Lawrence Lau
Alessandro Mari
Conrad Castelo
Robert Beczarski